The former head of Roger Dubuis and then Panerai steps into the Breitling’s cockpit. He succeeds in a move that also allows Georges Kern to focus fully on developing the group’s multi-brand structure, the “House of Brands,” unveiled in late 2025.

Joël A. Grandjean, JSH Magazine & Swiss-Watch-Passport.ch’s editor in chief
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Things are moving in the Swiss watchmaking world: Jean-Marc Pontroué, a well-known figure in the industry thanks to his years with the Richemont Group — first at the helm of Roger Dubuis and then at Panerai — now takes command of Breitling.

A High-Value Strategic Pivot

This transfer of responsibilities effectively frees up Georges Kern, who is now embarking on the full-time stewardship of the House of Brands — the multi-brand structure he conceived and whose outlines were officially unveiled in November 2025.

This is far from a mere game of musical chairs. The change fits within a coherent architectural vision: to give each brand dedicated leadership capable of establishing it with its own identity and growing according to its own momentum, while remaining part of a group ethos built on multiple synergies.

Georges Kern is responding to the evolving aspirations of customers, covering a wider diversity of budgets and lifestyles.”

Three Houses, One Horizon

The House of Brands goes beyond Breitling’s own prestige alone. It embodies a broader ambition: to bring together complementary signatures under one roof, each capable of reaching very different audiences. This is made possible in part through two highly anticipated returns: Universal Genève, a historic manufacture beloved by connoisseurs, has just been relaunched under the leadership of Grégory Bruttin — several models were unveiled at the 2026 edition of GenevaWorld, the Geneva Watch Week. Another name steeped in history, Gallet, steered by Erwan Rossignol, is expected to make its reappearance before the end of summer 2026.

This constellation of brands aims to cover the entire watchmaking spectrum, from the iconic “tool watch” to fine horology, including the often-overlooked mid-range segment.

Agility: The Guiding Principle

Faced with a watch market in deep transformation, Georges Kern makes structural flexibility his governing principle. Rather than a monolithic group, the House of Brands favors agile entities, each free to cultivate its own distinctiveness. The goal? To appeal to the seasoned collector as much as the curious newcomer, without ever diluting each house’s individual identity. An ambitious equation — and its first results are already appearing on wrists in 2026, poised to remain there for the long term.